Car manufacturer OMODA JAECOO announces its new partnership with Uncommon Creative Studio.
It kicked off with a trailblazing takeover of London’s BFI IMAX cinema rooftop for JAECOO.
Created in collaboration with WPP Media’s Wavemaker and Ocean Outdoor, the media-first takeover saw a giant compass pointing towards intrepid UK destinations within reach, to remind audiences that adventure is always within reach.
BFI IMAX Takeover
Automotive dual-brand OMODA JAECOO today announces a new project-based partnership with Uncommon Creative Studio. To mark the beginning of the collaboration, JAECOO made history by transforming one of London’s most iconic landmarks — the BFI IMAX cinema — into a bold navigational experience.
In December, JAECOO placed a functioning compass on top of the cinema – spanning 1,256.6 m² and projected from a rooftop adjacent to the BFI IMAX – the first time advertising has ever appeared on the site. Visible across the capital, the installation pointed Londoners towards intrepid destinations across the UK, such as Seaford, 91 miles and 160° South, or Snowdonia, 228 miles and 302° North West, encouraging spontaneous escapes from the city, and reminding audiences that adventure is never far away. Each side of the BFI IMAX included the provocation “This time tomorrow you could have no idea where you are.”
Designed for an audience with an appetite for adventure and a readiness to seize the moment, JAECOO vehicles are positioned as versatile companions — equally at home in the city or on the road to nature.
The campaign was delivered through collaboration between three agencies: creative strategy and ideas by Uncommon Creative Studio, media planning and strategic insight by WPP Media’s Wavemaker, and execution and installation managed by Ocean Outdoor. Together, the agencies transformed the space into a landmark canvas, combining scale, cultural relevance, and audience impact to create a unique statement for the JAECOO brand.
The BFI IMAX takeover sets the tone for a project-based relationship with Uncommon, aiming to cement awareness of the both brands as serious new forces within the automotive category, Uncommon’s first campaign for OMODA is set to launch in February 2026.
XXXX, Uncommon Creative Studio, comments: “JAECOO is a brand with genuine ambition and belief, which made this partnership an exciting one from the start. Putting a compass on the BFI IMAX rooftop wasn’t just about grabbing attention — it was about creating something meaningful, directional and optimistic. It’s a signal that JAECOO isn’t here to follow the category, but to carve its own path.”
Gary Lan, CEO, OMODA JAECOO UK, adds: “JAECOO is here to challenge expectations — not just in the automotive world, but in how brands show up in culture. Partnering with Uncommon allows us to showcase the brave and distinctive elements of our brand to a wide audience. The BFI IMAX rooftop was an iconic statement of intent, reflecting the mindset of our customers: people who don’t wait for permission to explore, but choose their own direction.”
Louise Temperley at Wavemaker, part of WPP Media notes: “Our role was to identify a site that could deliver maximum impact and visibility for JAECOO. The BFI IMAX rooftop is an iconic location with unmatched scale and reach, and by working closely with Uncommon and Ocean Outdoor, we turned it into a media-first experience that literally points audiences toward adventure. It’s a great example of strategic media and creative working hand-in-hand to make a brand moment truly unforgettable.”
